Fake-love: brand love for counterfeits

Abstract

Purpose Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap. Design/methodology/approach This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate the factors that separate fake-love from real-love. This study adopted a combination of convenience sampling and field visits to identify 500 individuals who were classified as either real-buyers or fake-buyers. Findings The relationship between social-self and brand love is significantly stronger for fake-buyers as compared to real-buyers. However, the relationship between inner-self and brand love is significantly stronger in the case of real-buyers as compared to fake-buyers. Real-buyers tend to be more brand resilient than fake-buyers as their love emanates primarily from the inner-self. Additionally, fake-buyers indulge in +WOM more than real-buyers as their brand love emanates from the social-self. Originality/value This is the first study to explore the concept of brand love among consumers who purchase counterfeits in spite of being able to afford the original brands. This is also the first study that is focused on identifying the antecedents and outcomes that separate real-love from fake-love.

Non‐deceptive counterfeit purchase behavior of luxury fashion products

“…By situating our research in the context of India, a country with substantial growth rates in the acquisition of luxury products as well as similar increases in counterfeit consumption (Khandeparkar & Motiani, 2018), coupled with high levels of power distance and low levels of indulgence (Hofstede et al, 2011), the current research provides unique insights on how values and norms influence consumer attitudes and purchase behaviors of counterfeit luxury products in an emerging economy. Our findings contribute to the extant literature on non‐deceptive counterfeit behavior (Eisend, 2019; Eisend et al, 2017; Francis et al, 2015; Nia & Zaichowsky, 2000; Veloutsou & Bian, 2008; Wilcox et al, 2009; Wilcox & Zaichkowsky, 2020) by investigating the effect of seven important antecedents (integrity, materialism, risk seeking, price‐quality inference, smart shopper self‐perception, subjective norms, and value consciousness) on attitudes towards counterfeit luxury products in India.…”

“…Second, although global luxury brands have realized the high potential of India as a destination for luxury products and are increasingly entering this important market, counterfeiting is one of their most formidable challenges (Narula & Varshney, 2018). As Khandeparkar and Motiani (2018) point out, India does not only experience an enduring increase in the acquisition of luxury products, but a similarly impressive growth in counterfeit consumption. Thus, our research follows Burgess and Steenkamp's (2006) call for more studies in emerging economies.…”

An emoji-based metric for monitoring consumers’ emotions toward brands on social media

“…Emotions play an important role in shaping consumer-brand relationships (Fournier, 1998). For instance, constructs like brand attachment (Thomson et al, 2005;Sheikh and Lim, 2015) and brand love (Carroll and Ahuvia, 2006;Khandeparkar and Motiani, 2018) both "describe strong and positive emotions toward a brand" (Park et al, 2013, p. 229). Conversely, constructs like brand detachment (Perrin-Martinenq, 2004) and brand hate (Zarantonello et al, 2018) involve strong and negative emotions.…”

Effect of Escalator Use on Mall Love among Adult Pakistani Visitors

“…It is inferred from the results that mall love is developed as a consequence of hedonic value. The study conducted by Khandeparkar and Motiani (2018) supports this stance by mentioning that hedonic value acts as an antecedent to brand love. Keeping in view the market segments that visit shopping malls, it is pertinent to mention that they primarily seek for enjoyment and pleasure that affects their love for malls.…”